Pengaruh Kepercayaan Merek dan Citra Merek Terhadap Minat Beli Ulang Mie Gacoan di Kota Surabaya
Keywords:
repurchase intention, brand trust, brand imageAbstract
Changing times and shifts in consumption patterns have undergone various transformations and adaptations to meet consumer demands and preferences. Likewise, Mie Gacoan is a popular food in Surabaya, has a strong brand image with a unique noodle texture icon and delicious taste. This study aims to explore the effect of brand trust and brand image on repurchasing intention of Mie Gacoan in Surabaya in order to strengthen the brand and develop an effective marketing strategy. The research method used is quantitative with data collection techniques in the form of observations and questionnaires which are distributed to consumers of Gacoan Noodle food. The research sample consisted of 100 respondents who were randomly selected from various age groups and consumer backgrounds. It is hoped that the results of this research can provide input for companies in developing effective marketing strategies to increase consumer repurchase interest in Mie Gacoan food. In addition, this research can also be a reference for other researchers who are interested in examining the influence of brand factors on repurchase intention in the context of the food industry. The results of the study indicate that there is a positive and significant relationship between brand trust and repurchase intention of Mie Gacoan. In addition, research also found that brand image has a positive and significant impact on repurchase intention.
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